Design PrinciplesBy: Jonathan Gross

CONTRAST

• IT’S WHAT MAKES A READER LOOK AT THE PAGE IN THE FIRST PLACE BECAUSE IT GETS THE READERS ATTENTION.

• WHEN YOU LOOK AT A PAPER, WHY DID YOU LOOK AT IT IN THE FIRST PLACE? BECAUSE YOU THOUGHT IT LOOK INTERESTING, BECAUSE OF THE CONTRAST.

• GOOD USE OF CONTRAST WOULD BE:

• BAD USE OF CONTRAST WOULD BE:

PROXIMITY

Items relating to each other should be grouped close together.

It helps organize information, reduces clutter, and gives the reader a clear structure.

Good use of proximity would be:

Bad use of proximity would be:

Alignment◦Nothing should be placed on the page arbitrarily. Every elements should have some visual connection with another element on the page.

◦ This crates a clean, sophisticated, fresh look.

◦Good use of alignment would be:

◦Bad use of alignment would be:

REPETITION• You can repeat colors, shapes, textures, spatial relationships,

line thicknesses, fonts, sizes, graphic concepts, etc.

• This develops the organization and strengthens the unity.

• Good use of repetition would be:

• Bad use of repetition would be: